PV Sindhu to endorse Sri Sri Ayurveda

Mumbai: Sri Sri Ayurveda, promoted by Sri Sri Ravi Shankar’s Art of Living Foundation, has brought on board badminton player PV Sindhu as a brand ambassador for its Ojasvita range, kicking off the association with a new malt flavour in the marketplace.

Sindhu’s engagement with Ojasvita will be for two years and Sindhu is expected to do everything that a regular brand endorser does, says Tej Katpitia, chief marketing officer of Sri Sri Ayurveda. This will include not only appearing in advertisements for the brand, but also promoting the product on the ground during special events and occasions.

While Katpitia did not indicate the size of the deal, brand experts peg it at Rs 1.5-2 crore for two years. Sindhu’s asking price is estimated to be Rs 75 lakh-1 crore per endorsement per year, putting the Ojastivita endorsement in that bracket, experts said.

This may, however, not be the end of the road for Sri Sri as far as celebrity endorsements go. In fact, it may only be the start. “We are not ruling out the possibility of more endorsements in the future depending on our marketing and product plans. At this stage, however, this is the association that we have with Sindhu. Ojasvita is a line of health food drinks from us and we wanted a face that could convey this effectively. Sindhu is an upcoming sportsperson and the fit we felt was perfect. She will able to communicate how effective this product is to the masses,” says Katpitia.